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Liyanto, Jessen
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Economics, Econometrics & Finance

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THE EFFECT OF PRICE, DIGITAL MARKETING, AND SERVICE QUALITY ON CONSUMER SATISFACTION AND LOYALTY AT CV. EKA PRIMA PEKANBARU Liyanto, Jessen; Sitompul, Silvia Sari; Yani, Fitri; Panjaitan, Harry Patuan
Procuratio : Jurnal Ilmiah Manajemen Vol 12 No 3 (2024): Procuratio : Jurnal Ilmiah Manajemen
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/procuratio.v12i3.4733

Abstract

This study aims to determine and analyze the effect of price, digital marketing and service quality on consumer satisfaction and loyalty at CV. Eka Prima Pekanbaru. The population of this study includes all consumers of CV Eka Prima Pekanbaru. The sample size was calculated using Roscoe Technique whereby 100 respondents were obtained. The data collection method used a questionnaire and hypothesis testing used full model structural equation modeling (SEM) analysis with SmartPLS. The results of this study indicate that price, digital marketing, and service quality have significant effect on consumer satisfaction and loyalty at CV Eka Prima Pekanbaru. Penelitian ini bertujuan untuk menentukan dan menganalisa pengaruh dari harga, digital marketing, dan kualitas pelayanan terhadap kepuasan konsumen dan loyalitas pada CV. Eka Prima Pekanbaru. Populasi dari penelitian ini mencakup seluruh konsumen pada CV. Eka Prima Pekanbaru. Ukuran sampel dihitung menggunakan Teknik Roscoe sehingga didapatkan total 100 responden. Pengumpulan data menggunakan kuesioner dan pengujian hipotesis menggunakan Analisis Structural Equation Modeling (SEM) dengan SmartPLS. Hasil penelitian menunjukkan bahwa harga, digital marketing, dan kualitas pelayanan memiliki pengaruh signifikan terhadap kepuasan konsumen dan loyalitas pada CV. Eka Prima Pekanbaru.
Co-Authors Fitri Yani Harry Patuan Panjaitan Sitompul, Silvia Sari